The case for "Adaptive Innovation"

Published : 18 February 2009

SONA Associate Julian Fagandini makes a characteristically elegant case for how innovation patterns will emerge from the  present recession. And how, after the necessary pause or restrictive impact, "assymetrical patterns" will emerge...

".In many industries, by no means least my own media and publishing sector, revenues that will depart the scene in the downturn will eventually rebound and return but they will do so significantly asymmetrically. That is, in the case of media for example, they will not simply return to the same formats in the same proportions and based on the same content and revenue models where they previously resided. Generational change will produce structurally different usage patterns. Technology enablers will take root in more fertile ground. When customers, whether end users, advertisers or whoever, come back, they will take a long hard look at their options as they make their new purchasing decisions. Trends that have been seeping through the industry for years are going to be amplified into stepwise disruptions..."

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